Friday, December 13, 2019

Haier scores 40% growth in ‘hot’ first half

Jul 08. 2019
Zhang Zhenghui, president of Haier Electrical Appliances (Thailand)
Zhang Zhenghui, president of Haier Electrical Appliances (Thailand)
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Haier Thailand has exceeded targeted revenue for the first half of 2019, earning Bt2.593 billion, a 40-per-cent rise from the same period last year.

The company continues to expand in the high-end market with new electrical appliances including refrigerators, washing machines and air-conditioners in response to shifting lifestyles. 

It expects to reach its business target of 50 per cent growth and Bt5 billion in revenue at the end of this year.

“We believe our success this year is a consequence of the exceedingly hot weather in the country, which became a positive factor for our sales growth in all product lines, especially the cooling and air-conditioning segments,” said Zhang Zhenghui, president of Haier Electrical Appliances (Thailand), which distributes Haier products. 

“In air-conditioners alone, we gained approximately Bt1.54 billion, a 50-per-cent increase. The refrigerator segment saw a 29-per-cent increase, accounting for around Bt434 million. Washing machines saw a remarkable Bt323 million growth, or 38 per cent, while freezers reached total revenue of Bt209 million for a 19-per-cent increase. 

“Other products earned Bt84 million, representing 9-per-cent growth comparing to the same period last year.”

Zhang said today’s highly competitive market demands that manufacturers adapt and focus on product development to acquire a larger market share and meet customers’ requirements as much as possible. 

Haier also sells clothes dryers, freezers, television sets, water heaters, air-fryers, cooker hoods and electric and gas stoves. 

This year it will launch its latest refrigerator line, the Navi Cooling Plus Series, which it says is considered the industry’s “Generation 3” model. 

The Navi Cooling Plus comes with a sleek and classy design and superior functions. A Smart Temp Control offers more convenience in temperature control via a touch screen. 

Adding to the existing five modes of Smart Freezers from the last series is a third space, a partition where the temperature can be adjusted from minus-18 to 5 degrees Celsius according to the food and drink stored there. 

The Soft Frozen Mode with a constant temperature of minus-7C is suitable for fresh meat and fish, maintaining their taste and texture.

The Flake Ice Maker is ideal for texturing drinks with a guarantee of safety and no risk of the container breaking in the freezer. 

In addition, 3 Room Separate Technology makes the cooling room, freezer and Magic Room work independently, thereby ensuring safety and more effective cooling system for different uses.

“Regarding business strategy this year, we will put great emphasis on integrated marketing and PR on different media platforms, including TV and social media,” said Zhang. 

“CSR, special promotions and business roadshows across the country will also be continued. In addition, we also launched new marketing channels with 24-hour smart-laundry services at the Smart Plus by Haier and Haier Brand Shop to serve as a Haier Experience Centre. This is expected to increase sales for electric appliances including refrigerators, washing machines and air-conditioners to Bt5 billion of revenue, as targeted.”

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